Corporate Communication, Identity, Image, and Social Responsibility (ePub)

Seminar paper from the year 2010 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, Griffith University, language: English, abstract: Diese Arbeit liefert Theorie zu den Themen Corporate Communication, Corporate Identity, Corporate Image und Corporate Social Responsibility. Zudem bereitet sie diese Themen für die Firma BMW auf.


... is about the organisation's communication activities, its identity and image, as well as its CSR programme.

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2 Corporate communication activities and tools
This section first defines corporate communication and secondly presents BMW's current communication activities and tools.

2.1 Theory - Corporate Communication
Corporate communication is a key factor for the success of an organisation. "By 'corporate communication' we mean the corporation's voice and the images it projects of itself [...]" (Argenti & Forman, 2002, p. 4). According to Argenti and Forman (2002, p. 4), "corporate reputation, corporate advertising and advocacy, employee communications, investor relations, government relations, media management, and crisis communications" are part of corporate communication.

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4 Corporate Image
This chapter defines corporate image and describes the image of BMW.

4.1 Theory - Corporate Image
Corporate image is the stakeholders' perception of an organisation. According to Argenti (2009), an organisation normally has different images because it has diverse constituencies with different point of views. "The corporate image comprises all the visual, verbal and behavioral elements that make up the organization. [...]. If managed effectively, it should protect the organization against competition [...]." (Howard, 1998, p.3).

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